• “IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR”

Dr. Vikas Arora Dr. Komal P Patel Ms. Fatema Gandhi Mr. VirenVadera

Abstract:
Any digital channels by a business or company to market or promote products and services to consumers are referred to as digital marketing. Different websites, mobile devices, social media, search engines, and similar channels are used in digital marketing. Due to the advances in technology, there is of the internet and the development of Web 2.0, interconnectivity between individuals has risen substantially. The evolution of Web 2.0 as a technological advancement has changed the way organizations interact with consumers, and as a result has caused as hint in digital marketing strategies. Human interactions have changed significantly due to engagement on social networks; the rapid growth of web platforms has facilitated behavioral changes related to activities, habitats and interactions. Consumer behavior changes require organizations tore-strategies their marketing activities in the digital space thus organizations must understand how digital and social media marketing impacts consumers’ purchasing decision processes. Together with these processes, organizations must also be aware of how consumers’ attitudes, values ,and beliefs imp act their digital marketing